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<ul><li>This case study decodes how Netflix’s <keyword id="8451401" type="General" weightage="20" keywordseo="kota-factory" source="Orion">Kota Factory</keyword> created excitement around its new season launch through a 360-marketing campaign.</li><li>Netflix decided to leverage Kota Factory’s central character, <keyword id="10137138" type="General" weightage="20" keywordseo="jeetu-bhaiya" source="Orion">Jeetu Bhaiya</keyword>’s fandom, whose philosophy, dialogues and emotions had generated massive mass appeal during season 1.</li><li>The Title Marketing for Kota Factory Season 2 was done by Netflix India in collaboration with <keyword id="9524608" type="General" weightage="20" keywordseo="the-rabbit-hole" source="Orion">The Rabbit Hole</keyword> Agency (<keyword id="9524607" type="General" weightage="20" keywordseo="zoo-media" source="Orion">Zoo Media</keyword>).</li></ul>With characters that resonated with the audience and real life-like conversations that are permanently etched into the minds of viewers, Kota Factory’s Season 2 was one of the most widely anticipated shows on Netflix India. Even those who might have not seen the show are now familiar with ‘Jeetu Bhaiya’ and his worldly wisdom, thanks to the title marketing campaign driven by Netflix India, hand in hand with The Rabbit Hole Agency (Zoo Media). <cmsannotation type="cmsannotation" annotationid="Insight" text="Insight">Insight</cmsannotation> i) The promotions of Kota Factory 2 was based on the show’s central character ‘Jeetu Bhaiya’ whose philosophy, dialogues and emotions had generated massive mass appeal. He represented that one mentor, teacher, at times dependable friend, everyone needs in life, to help answer life’s questions beyond academics. ii) Jeetu Bhaiya’s popular philosophies were interpreted as ‘Out of Syllabus’ making it the theme for the campaign i.e. most of life’s lessons are learned from experiences that are out of the text books and the classroom. That life truly is much more than just academic achievements or failures. This insight was used in all assets for the title marketing promotions of the series. <cmsannotation type="cmsannotation" annotationid="Innovation" text="Innovation">Innovation</cmsannotation> The title marketing of Kota Factory - 2 caught the attention of many, not only for the engaging video content but because of the seamless way in which the insights were adapted and implemented to suit various platforms and events including Youtube, Quora, IPL Ads, Twitter and Print Media. <ol><li>Teaser Phase</li><li>Jeetu Is Back - Marketing Launch with Youtube Pre-Rolls</li></ol>Kota Factory’s first season ended with the audience’s favourite character ‘Jeetu Bhaiya’ gone missing, leaving audiences restless, curious and wanting Jeetu Bhaiya back. The team leveraged this sentiment and launched the promotions of Season 2 with Jeetu Bhaiya addressing the audience’s most asked question “Kota Factory ka season 2 kab ayega?” in an interesting YouTube pre-roll. <a href="https://www.youtube.com/watch?v=qVMHORCiGKY"></a> 2. #OutOfSyllabus - Real Talk on Instagram with Real Engineers For Engineer’s Day, the team collaborated with engineers who had transitioned to become influencers to share real-life examples of the lessons that they have learned #OutOfSyllabus. These meticulously selected influencers such as <a href="https://www.instagram.com/p/CT1WM3cAEcv/">Mythpat</a>, <a href="https://www.instagram.com/p/CT1cOZGsJNe/">R J Abhinav</a>, <a href="https://www.instagram.com/p/CT1dMbQohuu/">Tanzeel Khan</a>, <a href="https://www.instagram.com/p/CT10tN3lPSR/">Rahul Dua</a> and 30 more creators shared black-n-white selfies of themselves from their engineering days, with a caption that spoke of their experiences while studying engineering as well as certain insights that helped them reach where they are today. <a href="https://www.instagram.com/p/CT1rkvEK4e6/"></a> <a href="https://www.instagram.com/p/CT1rkvEK4e6/">Vishnu Kaushal</a>: This picture is from my graduation, I’ve never really talked about my college much, so here goes that- I happen to be a computer science engineer yet the only thing I know about computers is video editing. Even though by 2nd year I pretty much hated what I was studying, there’s something about the whole experience of being in college, making new friends, taking up new challenges that really shapes the person you’re gonna become. Take my example, I practically did everything other than what I was supposed to do. Sang a terrible song on guitar the first day, joined the ‘modelling’ club (which was a big flex in college, well but, I was still single throughout out so…), joined a not-for-profit organisation that helped me meet hundreds of young kids like me passionate to change the world. I think the thing I did learn was how incredibly unique people &amp; their stories are, and I saw myself become a more compassionate person. Between these stories, I found a little bit of who I am &amp; who I might want to be I think that’s what I took from my college. No wonder engineers end up working in every department other than their technical department. Here’s to having a love-hate relationship to your college 🤝🌝 Wishing all the engineers a Happy Engineers Day! <a href="https://www.instagram.com/p/CT17QxDPHn1/"></a> <a href="https://www.instagram.com/p/CT17QxDPHn1/">Tanya Khanjijow</a>: I vividly remember when I was preparing for engineering entrance exams in school, I would sit in the corner of my class even during recess trying to prepare for mock tests or for practising problems! 😅 Ekdum loner Wali life ho gayi thi because I had to give up on randomly hanging out with friends or skipping family functions, movies, tv shows etc. When I finally secured a place in DTU, I tasted the contentment of achievement for the first time ever in my life! And it was a wonderful feeling. Mujhe laga, iske baad college life toh bahut straightforward hogi. Little did I know that it was going to be a big life lesson in itself. Last minute studies se le ke, group discussions, from finding my love for travel to saving up every penny to be able to travel or struggling to find like-minded friends. I’m really grateful that I found to travel in those days and backpacking quickly became my love. I would again skip every possible occasion to only save my pocket money for travel. Thankfully I also found some friends who taught me a little about photography. But fir bhi somehow I managed to ace last-minute syllabus coverage before exams &amp; manage attendance (haha!) to continue travelling. Kaafi kuch Sikhaya hai college life ne. Good and bad moments alike! So, the day I graduated, I thought it was going to be the end of an era or the beginning of something new, little did I know that the journey itself was everything I needed, to be where I am today. What I learned from surviving four years of engineering college, is that zindagi me har type ka lesson zaroori hai. And sometimes you don’t just learn subjects when you’re a student, but leave college with some real life lessons. And if you’re lucky, even your passion! Wishing all the engineers a Happy Engineers Day! Kota Factory Season 2 arriving on 24th September, only on Netflix. 3. Netflix’s Kota Factory takes on IPL 2021 With India watching the IPL, the team had to ensure audience awareness was created. In an industry first, Kota Factory was advertised on Hotstar during IPL 2021 wherein viewers watched the show’s protagonists chalk out fun analogies and drawing a parallel between IPL and IIT entrance exam preparations in 2 brand films. <a href="https://www.youtube.com/watch?v=pd1VlQans78"></a> <a href="https://www.youtube.com/watch?v=hPqHHFlKMxo"></a> Trending at India #4 on Twitter with Brand and Creator Banter - #JeetuBhaiyaOP <a href="https://twitter.com/NetflixIndia/status/1440626479776235531"></a> Ahead of the release, the team encouraged Twitterati to seek life advice from Jeetu Bhaiya, fondly dubbed as the ‘OG’ teacher by fans of the show. Various influencers such as Aishwarya Mohanraj, Srishti Shukla, Sagarcasm and brands such as Tinder, Spotify, Dream 11, Myntra organically participated in the activity and asked questions with the hashtag #JeetuBhaiyaOP. These questions were met with responses in the character’s quintessential style, which had Twitter buzzing and the #JeetuBhaiyaOP trending at #4. <a href="https://twitter.com/AishwaryaMrj/status/1440639509347979264?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1440639509347979264%7Ctwgr%5E%7Ctwcon%5Es1_&amp;ref_url=https%3A%2F%2Fwww.news18.com%2Fnews%2Fbuzz%2Fwhat-life-advice-would-you-want-from-kota-factorys-jeetu-bhaiya-netflix-wants-to-know-4236539.html"></a><a href="https://twitter.com/dusky_drone/status/1440640181342597140?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1440640181342597140%7Ctwgr%5E%7Ctwcon%5Es1_&amp;ref_url=https%3A%2F%2Fwww.news18.com%2Fnews%2Fbuzz%2Fwhat-life-advice-would-you-want-from-kota-factorys-jeetu-bhaiya-netflix-wants-to-know-4236539.html"></a> <a href="https://www.instagram.com/p/CUaIp52B8Ar/"></a> <a href="https://www.instagram.com/p/CUaIp52B8Ar/"></a> 5. Jeetu Bhaiya even took over Quora! While most marketers may not consider Quora as the go-to destination for a film marketing campaign, the promotions of Kota Factory leveraged the knowledge-sharing platform in the most unique format, making it one of the biggest and most engaging highlights of the strategy. Using Quora’s feature of “Promoted Answers”, the team launched a Netflix India page, specifically for the promotion of Kota Factory 2, to connect with the students appearing for IIT exams. Known for being one of the most difficult entrance tests, Kota Factory’s promotions addressed the issues, challenges, and doubts faced by students in the style of various characters from the show.. Some answers were also dialogues from the show. In a short span of time, Netflix’s Quora page had over 15 million answer views, making it the ‘Most Viewed Writer’ across all IIT and JEE preparation related Topics on Quora!. The quirky responses written, drove immense engagement. <a href="https://www.quora.com/profile/Netflix-India%5C"></a> <a href="https://www.quora.com/profile/Netflix-India"></a> <a href="https://www.quora.com/profile/Netflix-India"></a> <cmsannotation type="cmsannotation" annotationid="Jeetu Bhaiya Ke Funde on Youtube" text="Jeetu Bhaiya Ke Funde on Youtube">Jeetu Bhaiya Ke Funde on Youtube</cmsannotation> Since Jeetu Bhaiya is known for his out-of-the-box teaching methods and efforts to include real-life instances to drive home his point, the team created content for YouTube highlighting this facet of the character. The video reached over 2.47 million views a day prior to the launch and left the viewers intrigued, moved and curious to see what season 2 had in store for them. <a href="https://www.youtube.com/watch?v=7tJSGFx4K4c"></a> B) Release Day Truth Bombs with Every Coaching Class Ever on Youtube! Coaching classes in India are a subculture in itself. The teams created a satirical sketch called “Every Coaching Class Ever” representing the cons some coaching classes tend to pull on naive parents and children except for Jeetu Bhaiya’s of course. The video earned 2.6 million views on YouTube. <a href="https://www.youtube.com/watch?v=_XxvfHwI5y0"></a> Taking a dig at Coaching Classes with Print Media Through the years we’ve seen ugly number games on the front page of the newspaper where coaching classes parade students based on their ranks. People need to be reminded that a child is not a success meter, they are much more than that. Taking a cue from, ‘Out of Syllabus’, this coaching institute ad didn’t talk about the successful IIT ranks, but successful lessons learnt ‘Out of Syllabus’. C) Post Launch Promotions Charm Battles (Mayur V/S Ranjan FTW) This #CharmBattle was every nerd’s delight. This fun format saw Mayur More and Ranjan Raj battle it out to impress Ahsaas Channa. With pick up lines testing one’s math and physics to see which actors had the most ‘chemistry’. This fun video proved that engineers can be charming too in their own geeky way. The video has garnered over 1.54 million views. <a href="https://www.youtube.com/watch?v=pEk7-0R_ygw"></a> Mess Food with OKTested Popular Opinion is that Mess food is unanimously despised by everyone whereas on the other hand, “Maa ke haath ka khaana” is unanimously celebrated. In Kota Factory - 2, as mess food and home food is highlighted and talked about in the episodes, the team collaborated with the hosts of Scoop Whoop’s Ok Tested to taste 5-6 dishes and guess whether the dishes were prepared in a college mess or by moms. The video garnered 312K views. <a href="https://www.youtube.com/watch?v=IzbgJhR2Ppc"></a> <cmsannotation type="cmsannotation" annotationid="Results:" text="Results:">Results:</cmsannotation> <ul><li>The #OutOfSyllabus activation on Instagram with 30 leading influencers generated over 130K likes and over 6000 comments. </li><li>#JeetuBhaiyaOP on Twitter was not only trending at #4 but also resulted in 1.6M impressions and a total engagement of 20,667. </li><li>The activation on Quora saw over 19 million answer views, making the Netflix India page, the ‘Most Viewed Writer’ across most of the popular IIT and JEE preparation related Topics on the platform </li><li>YouTube Branded Video Content <ul><li>‘Jeetu Bhaiya Ke Fundey’ garnered over 2.5 million views</li><li>‘Every Coaching Class Ever’ garnered over 2.7 million views </li><li>‘The Charm Battles’ resulted in over 1.6 million views</li><li>‘Can You Identify The Mess Food? | Ok Tested’ resulted in 450K views </li></ul></li><li>The Print Ad gained over 600 organic comments and shares over Linkedin amongst consumers and stalwarts of the advertising industry.</li></ul>

Case study: How Netflix India created buzz around Kota Factory’s season 2 launch by leveraging Jeetu Bhaiya’s fanbase

<ul><li><keyword id="10862183" type="UNKNOWN" weightage="20" keywordseo="delhi-crime-season-2">Delhi Crime season 2</keyword> is the most awaited web series of 2021, <keyword id="15508" type="COMPANY" weightage="20" keywordseo="YouGov">YouGov</keyword> survey.</li><li>Among the shows released this year, Family Man Season 2 is the most popular with two in five calling it their favourite series.</li></ul>The Coronavirus pandemic gave a huge boost to the booming OTT video- streaming industry in India. As consumers endured lockdowns and restrictions, digital content became a major source of entertainment as well as a platform for the industry to connect with their audiences in these unprecedented times. YouGov’s latest study reveals that among the upcoming web series this year, Season 2 of Delhi Crime is the most awaited show by OTT platform viewers in the country (as said by 22%). The International Emmy winning drama series enthralled viewers with its first season and we see excitement building up for the next edition, despite the absence of an official release date. <div type="image" title="image002" msid="84997672" hostid="261"></div>It seems audiences are looking forward to the sequels of some of the popular shows of the past years. Along with Season 2 of Delhi Crime, viewers are also excited for the sequel of Voot’s mythological thriller Asur (20%), Kay Kay Menon’s Special Ops Season 2 (19%) , Kota Factory’s Season 2 (18%), Four More Shots Please Season 3 (14%) and Little Things Season 4 (13%). New shows like Rudra- the edge of darkness (11%) and Finding Anamika (9%) have also managed to spark interest and feature among the most awaited shows of 2021. YouGov also asked people about the web series they enjoyed watching in 2021. Among the shows already released this year, action-thriller Family Man Season 2 (40%) emerged as the most favourite show of OTT viewers in urban India. The ever-charming Manoj Bajpayee’s performance, and the engaging plot totally lived up to the expectations of fans, especially after the cliff-hanger ending of season 1. <div type="image" title="image004" msid="84997697" hostid="261"></div>Other series that received the appreciation and love of the audiences are Tandav (14%), Aspirants (12%) and Maharani (10%). With lack of entertainment choices, it is not surprising to see consumers shift to digital entertainment during the pandemic. Data suggests that a majority of respondents (59%) claim to have watched more content online than on TV in the past one year. One in ten have started exploring global (non-English) content in the past year (9%) and almost as many (11%) have begun watching regional content (non-Hindi) during this time. Roughly a fifth among those who claim to watch regional content like watching Telugu (22%) and Marathi (20%) language series. Gujarati (18%), Punjabi (17%), Tamil and Kannada (16% each) series are also popular among people. Language has become an important factor in determining people’s choice of content. One in eight respondents (12%) consider the language or origin of a series important when deciding what to watch on OTT platforms. Having said that, the genre of the show (22%), recommendations of family &amp; friends (21%) and reviews and ratings (19%) are ranked higher than language as consideration factors by people. <div type="image" title="image006" msid="84997721" hostid="261"></div> When it comes to digital platforms, Amazon Prime (53%), Netflix (47%) and Disney Hotstar (43%) are the most preferred channels for watching Indian web shows. Even though international networks are more popular among the masses, regional platforms like Sun NXT, Aha and Hoichoi also feature in the list, indicating the growth of regional content consumption in India. <div type="image" title="image008" msid="84997744" hostid="261"></div> With an interest in regional language streaming, non-Bollywood cinema is likely to come out of Covid in a better shape. Almost half of the total surveyed respondents (49%) said that they are open to watching regional movies in theatres, with younger adults between the age of 18-39 years more likely to say so than older ones of 40 years and above. Data collected online by YouGov Omnibus among 1009 respondents in the country between June 15th-20th, 2021 using YouGov’s panel of over 11 million people worldwide. Data is representative of the adult online population in the country.

Here are the top most awaited Indian web series of 2021 as per YouGov's survey

<ul><li>Ad &amp; Media Insider’s latest property Storyline, brought to you in association with <keyword id="1959531" type="General" weightage="20" keywordseo="wattpad" source="Orion">Wattpad</keyword>, one of the world’s most loved <keyword id="282281" type="General" weightage="20" keywordseo="storytelling" source="Orion">storytelling</keyword> platforms, endeavors to decode what storytelling stands for today. </li><li>Today, we bring you highlights from our first three episodes where we discuss how marketers and advertisers are navigating new mediums and innovating to tell engaging stories in today’s highly dynamic world.</li><li>Watch <keyword id="4332869" type="General" weightage="20" keywordseo="pg-aditiya" source="Orion">PG Aditiya</keyword>, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney Bengaluru, <keyword id="2289556" type="General" weightage="20" keywordseo="rajdeepak-das" source="Orion">Rajdeepak Das</keyword>, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett and <keyword id="336063" type="General" weightage="20" keywordseo="sonal-mishra" source="Orion">Sonal Mishra</keyword>, Associate Vice President- Marketing, <keyword id="6630114" type="General" weightage="20" keywordseo="unacademy" source="Orion">Unacademy</keyword> talk about creativity and what it takes to tell successful stories in today's world.</li></ul>Stories are almost as old as human existence and with time, storytelling has evolved, hand-in-hand with human evolution. It has been an important part of our history and will continue to be an intrinsic part of our future too. In today’s digitally-driven world, where almost everything is happening online, storytelling continues to be at the heart of it all, albeit in different forms. Brands are still trying to find new ways of telling stories that engage with the consumers, and help the brands seamlessly become a part of their lives. Ad &amp; Media Insider’s latest property Storyline, brought to you in association with Wattpad, one of the world’s most loved storytelling platforms, that endeavors to decode what storytelling stands for today, how marketers and advertisers are navigating new mediums and innovating to tell engaging stories in today’s highly dynamic world. Here are some key takeaways from our first three episodes: Episode 1: PG Aditiya, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney Bengaluru Dentsu Webchutney in 2021 was the highest scoring Indian agency at the Cannes Lions this year, for the second year in a row. This year, the agency got 20 shortlists, bringing home a total of 7 Lions. So we tried to understand what storytelling means for this dynamic young agency. Mediums and Creativity Both PG Aditiya, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney have been responsible for crafting some of the agency’s most-loved campaigns over the last few years. We got to talking to them about how writing for the internet has impacted long-form writing and Aditiya started off with, “If long copy was Julius Caesar, then the internet is Brutus, with the last stab.” And truly, the internet has often been accused of killing long copy. However, Aditiya feels it has given birth to a new writing aesthetic. Today it is not simply about crafting a great video, it could be about writing that perfect tweet or creating that engaging reel. “We have a joke within the team, that if a tweet is taking more than 15 minutes, its not worth it. There are so many trends everyday and at times, brands try too hard to get the most manufactured tweet with very engineered writing. And that’s when you get caught. We all make the mistake of thinking that the younger audience, especially Gen Z, are kids. But honestly, it's time to consider them as grownups and trying too hard comes across as a red flag for them,” explained Manek. What works today On what works in today’s world, Manek says, “Today, it’s no longer about something that is embraced and enjoyed. It is more about what travels. For GenZ, it is usually quid pro quo, you have to give them something for them to give you something back. It's no longer about hard selling, or over-engineering, it's about giving them something to chew on, and that’s how you get their attention.” The internet is also an ephemeral medium. So how does one create engaging stories for the medium? “We try to spend less time on the theory of it and just make sure that whenever one of us has something that's worth not letting go of, we try to make it work,” added Aditiya. User-Generated Content: The Secret Sauce The advent of social media has also given consumers a voice today and user generated content has become an important tool for many brands. Webchutney has come up with a lot of social media campaigns that have gone on to generate UGC, making brands the talk of the town and part of a lot of trends. Talking about one such campaign they did for Tinder, Manek said, “For Tinder’s Valentine’s Day campaign, we were doing something around moving on. We were thinking of a few ideas and we realized that the digital age has made it harder for us to move on because you might want to move on but then you get reminders on different platforms. We all have so many pictures stored on our phones that we don’t delete maybe because we are attached to the memory, or we look good. So we launched a photoshopping service for two days and asked people what they wanted to replace their exes with. And we kept getting requests and replaced people with pizzas or wine. So we ended up photoshopping pictures for close to 36 hours, and that’s the power of UGC. We couldn’t have done it without people actually sharing those pictures. So you give the consumer something which is worth it and you just empower them and then magic happens.” Aditiya said that this idea also busted the myth that you need some kind of incentive to make a UGC campaign work because at the end of it, consumers were not exactly winning something but were simply ‘Axing their Exes’. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="3" retweetcount="5" status="LIVE | Join @PGAditiya, CCO, @webchutney and Pooja Manek (@boredmanek), Creative Director, @webchutney in conversat… https://t.co/yH7WRSlYK4" createdat="1644924610000" id="1493548184102080513"></div> Episode 2: Rajdeepak Das, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett Rajdeepak Das, the chief creative brain at Leo Burnett is often considered to be one of the most experimental and innovative creative storytellers in the country and a discussion around storytelling would have been incomplete without a conversation with him. In our 2nd episode, we caught up with Das who talked to us about his storytelling journey and how he has evolved as a storyteller, with the evolution of mediums and consumers. He tells us that his love for storytelling started as a child, when his mom would tell him stories from Panchatantra or Mahabharata. “My mother would enact a lot of those stories and I would be awestruck. And when a storyteller is asked ‘And then?’, that’s when you realize the power of storytelling. That’s exactly what we are doing while scrolling social media platforms, looking for our ‘And then’ on these mediums. And I feel, till the time humans are on this planet, the mediums will change but the navarasa won’t,” he said. The Creative Intuition For every creative professional, there is usually a method behind all the madness. For Das, who says he is bad at most languages he has tried to learn, it is more about understanding the human feelings than understanding a language. “For any creative person, it is all about having an intuition, to understand why people say what they say and do what they do. As a creative, you have to have an intuition about what will work for consumers. You have to dream of what people want and then create something out of it,” he explains. He also adds that the best way of bringing these dreams to fruition is by realizing that it can no longer be a one-man show. “Gone are the days when people would consider themselves God and think they know everything. That is impossible today. In today’s world, the only way of creating wonderful stories or bringing our ideas and intuitions to a proper execution is by ensuring you work with people who are smarter than you,” he added. Finding solutions to human problems Earlier this year, <keyword id="261687" type="General" weightage="20" keywordseo="leo-burnett-india" source="Orion">Leo Burnett India</keyword> launched ‘StreetEye’, a motorcycle mounted device to help map potholes in real time which had the potential of saving thousands of motorcyclists from accidents and mishaps for digital general insurance brand, ACKO. The agency used technology to solve a basic human problem, and according to Das, that is what <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> should be about. “If I were to reflect on what advertising is all about today, I don’t believe in storytelling. It is all about finding human problems and solving them. Once you are able to do that, you will automatically create stories. And that’s what we did with ACKO’s StreetEye. The brand said, we don’t want to be just about insuring people. We want to get two step ahead and talk about protecting people. We didn’t want to talk about the cure; rather we wanted to do something to prevent the accidents from happening. And this is just one part of it. Everyday, we are working with brands like Reliance, Ariel, Tide, CarDekho, Airtel etc where it is all about using innovation to solve everyday human problems. A consumer doesn’t want advertising, he doesn’t want to buy things. If you are able to become a part of their lives by solving their problems, people will come to you,” said Das. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="4" retweetcount="4" status="LIVE | Join Rajdeepak Das, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett in conversation with… https://t.co/9f6u7Qr99z" createdat="1645097410000" id="1494272960705675264"></div> Episode 3: Sonal Mishra, Associate Vice President- Marketing, Unacademy Storytellers, since time immemorial, have been exploring formats of narration that span nearly every conceivable gamut. And a lot of brands, in the early days of digital marketing, would stick to short videos. At the same time, there are brands that have been part of long-form stories, where they have seamlessly become a part of the narrative. In the past few years, we have seen Unacademy do that again and again, be it with its association with The Viral Fever (TVF) for hugely popular web series like Kota Factory and Aspirants, or its recent talked-about IPL ads. The brand has, time and again, used long-form content to draw audiences into their narrative, and it has largely worked for the most part. To understand the brand’s secret sauce, we caught up with Sonal Mishra, Associate Vice President- Marketing, Unacademy, who took us behind the brand’s thought process and what has helped them stand out. Crafting clutter-breaking stories Over the years, digital has become a highly cluttered medium where everyone is trying to grab eyeballs where there is limited mindspace. So what are a few factors that Unacademy keeps in mind while crafting its stories? “As a brand, we try to be unique and do the unexpected, but at the same time be relatable and believable. The emotions one derives and the value that you add is what stays with the audience for a very long time. So it's very important to be relatable and believable. Having said that, it is also important to tread on different routes that meet the consumer at different touchpoints in their journey. So it's very important to latch on to a stronger human insight to build that consumer connect,” shared Mishra. For Unacademy, the goal is to engage with learners across the countries, be it in the metro cities or the smaller Tier II and III cities. Therefore, collaborating with platforms and creators who can help them reach out to a larger audience has been at the core of their associations with the popular TVF webseries. “Whatever we do is about becoming a part of our consumer’s life cycle, connecting with them by addressing a topic they can relate to. Our recent property Unacademy Unwind, which was all about music and unwinding hit a different chord altogether. Another campaign we did called Mistakes – the Greatest Teacher, did very well. The campaign said that Unacademy doesn’t just stand for clearing exams or being successful, it also stands for the journey you took. These are a few things that have helped us stand out,” she explained. Creating campaigns by listening to consumers Brands that are able to listen to their consumers, catch their pulse and create content pieces around those insights are usually the ones to woo them. Unacademy has been able to break the clutter through a lot of its recent campaigns. So what is their feedback mechanism that is helping them craft their communications? “Its not that we have figured it all out and know these are the secret ingredients that can make a piece of content work. It's a constant learning for us as well. But the benefits of these partnerships, initiatives, associations have been huge. They've helped us amplify the reach for the brand, build trust and penetrate deeper into the country. There were a lot of learnings from our associations like Kota Factory and Aspirants that we would like to better in the next property that we create. There have been a lot of pluses and we are learning at each step,” she added. Long-form vs short content While a lot of brands have been focusing on creating shorter, bite-sized content, Unacademy has associated with TVF and created highly talked-about webseries that have become a part of pop culture. Why did the brand choose long-form content over shorter content at a time when people are constantly talking about decreasing attention spans? “Understanding the psyche of the audience helped us. A strong story is something we mutually work on with our partners, but at the same time, from a brand standpoint, we have always ensured that the product integrations are so seamlessly weaved into the story into the content, that it doesn't actually disrupt the flow of the story and the audience can continue to enjoy and get entertained. So that is something which we are very conscious of. And that's why whoever we partner with also find the entire journey exciting,” said Mishra. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="2" retweetcount="2" status="LIVE | Join Sonal Mishra, Associate Vice President, Marketing at @unacademy in conversation with @AshwinRaghunath a… https://t.co/51eEJystug" createdat="1645443009000" id="1495722508720349184"></div>

Storyline: Where master storytellers tell us what goes behind crafting engaging stories that stand the test of time

<div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div><ul class="summary-list"><li>Towns in Kemerovo, Siberia, have been covered in black snow due to heavy pollution in the coalmining region.</li><li>Photos and videos on social media show the region covered in a black film.</li><li>The head of one coal plant said emissions from the plant escaped and "we can't tackle coal dust in the streets."</li><li>An environmental activist told The Guardian newspaper that "It's harder to find white snow than black snow during the winter."</li></ul>Snow in a region in Siberia has turned black from pollution in the area, blanketing streets and fields with eerie black dust.Videos and photos posted on social media show parts of the Kemerovo region covered in black snow. Kemerovo, in the southwest of Siberia, is among the world's largest coalmining areas.The black dust that has transformed the snow comes from numerous open pit mines, UK newspaper <a href="https://www.theguardian.com/environment/2019/feb/15/toxic-black-snow-covers-siberian-coalmining-region">The Guardian reported</a>.Black snow has been reported in the towns of Prokopyevsk, Kiselyovsk, and Leninsk-Kuznetsky, <a href="https://www.thenewstribune.com/news/business/article226438095.html">according to The Associated Press</a>.Anatoly Volkov, the director of the Prokopyevskaya coal plant, said some emissions from the plant manage to escape and that "we can't tackle coal dust in the streets," according to the AP.He told a local TV channel that a shield that stops coal powder from escaping into the air had stopped working, <a href="https://siberiantimes.com/other/others/news/eerie-black-snow-falls-over-siberian-region-triggering-acute-pollution-concerns-from-locals/">The Siberian Times reported</a>.Andrei Panov, the deputy governor of the Kemerovo region, plans to meet with local environmentalists to discuss the problem, according to The Siberian Times.Read more: <a href="https://www.businessinsider.com/russia-paints-snow-white-to-hide-signs-of-pollution-2018-12?r=US&amp;IR=T">Russian authorities covered snow in white paint to hide evidence of pollution</a>Panov said that coal-burning factories, car exhausts, and coal boilers could also have caused the black snow.Vladimir Slivyak, a member of Russian environmental group Ecodefense, told The Guardian: "It's harder to find white snow than black snow during the winter.""There is a lot of coal dust in the air all the time. When snow falls, it just becomes visible. You can't see it the rest of the year, but it is still there."Environmental activists say that the black dust contains dangerous heavy metals like arsenic and mercury, according to The Guardian.In 2018, authorities in Mysky,&#xa0;Kemerovo, reportedly <a href="https://www.businessinsider.com/russia-paints-snow-white-to-hide-signs-of-pollution-2018-12?r=US&amp;IR=T">covered snow with white paint</a> to hide evidence of pollution in the coal-mining town.Footage shared by&#xa0;<a href="https://www.youtube.com/watch?v=KWjcZh8_w6w" target="_blank" rel="noopener">Russian media</a>&#xa0;showed a woman's hands covered in what appears to be paint after she brushes against a snow bank.<div></div><div></div><div></div><div> </div>

A Russian region dependent on coal power is so polluted that its snow turned black

<ul><li>Every week, Business Insider India picks up all the new releases across theatres and different OTT platforms in India for the readers. </li><li>This week you can watch Hostel Daze on Prime Video. </li><li>Visit Business Insider India for more stories. </li></ul>Every week, Business Insider India picks all the new releases across theatres and different OTT platforms in India for its readers. This week you can binge on Kingdom of the Wild Wolf on Hotstar, Hostel Daze on Prime Video and Abdominal on <keyword id="163880" type="ORGANIZATION" weightage="20" keywordseo="Apple-TV">Apple TV</keyword>. Here’s what you can watch this weekend: Kingdom of the Wild Wolf on Hotstar 
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 Stars: Ronan <keyword id="319135" type="PERSON" weightage="20" keywordseo="Donovan">Donovan</keyword> <keyword id="256908" type="COMPANY" weightage="20" keywordseo="Imdb">IMDb</keyword>: 8.2/10 Description: National Geographic’s <keyword id="6360144" type="UNKNOWN" weightage="20" keywordseo="wildlife">wildlife</keyword> enthusiast, Ronan Donovan explores Ellesmere Island in the High <keyword id="59606" type="CITY" weightage="20" keywordseo="arctic">Arctic</keyword> and some other uninhibited places in search of a white wolf. Donovan captures how white wolves hunt, howl and raise their cubs. Animal experts believe that wild wolves are fearless as they have never been hunted by humans. What critics say: “The series provides an unprecedented look into the lives of some extraordinary animals, as Donovan gets up close and personal with a species integral to the Arctic’s complex ecosystem, and also one that is misunderstood, or perhaps not understood enough,” wrote Kevin Yeoman from Screenrant. The Aeronauts on Prime Videos 
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 Director: Tom Harper Stars: Felicity Jones, Eddie Redmayne, <keyword id="1481146" type="PERSON" weightage="20" keywordseo="Himesh-Patel">Himesh Patel</keyword> IMDb: 6.6/10 Description: During the 1860s, a balloon pilot and a meteorologist come together to explore the extent to which humans can fly. And, they are successful too. However, the duo end up in a place which has seen no human existence where they fight to survive against the odds. What critics say: “Reuniting Eddie Redmayne and Felicity Jones for the first time on screen since The Theory of Everything, The Aeronauts is also a film about human ambition, although it is being sneakily retrofitted as a feminist fable might be morally questionable to some,” said Rohan Naahar from <keyword id="6518498" type="ORGANIZATION" weightage="20" keywordseo="hindustan-times">Hindustan Times</keyword>. Hostel Daze on Prime Videos 
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 Director: Saurabh Khanna Stars: Nikhil Vijay, Adarsh Gourav, Shubham Gaur IMDb: 9.1/10 Description: The TVF web series is sure to take you back to your college days. It follows the adventures of three freshers at an engineering college who become roommates. From the initial days of college to the end with the semester exams, the series captures the life of students beautifully. What critics say: “Hostel Daze, is sharp, observant and immensely entertaining as a new-age campus show. The young cast – including the few actors inherited from Kota Factory (Ahsaas Channa, Ranjan Raj) – is on point. The texture is anecdotal,” wrote Rahul Desai from Film Companion. Abominable on Apple TV 
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 Director: Jill Culton IMDb: 7/10 Description: Yi and her friends discover Yeti, the mysterious beast, on Yi’s rooftop. Soon, Yi becomes friends with the Yeti and decides to reunite him with his family. To do so, she has to face a powerful wealthy family which wants to capture it for their selfish purposes. What critics say: “Here's a defanged, declawed yeti in an animation whose every beat, character and narrative component feels as if it has been algorithmically tested for commercial safety by a computer programme” wrote Peter Bradshaw from the Guardian. <keyword id="2776930" type="PERSON" weightage="20" keywordseo="Rogue-One">Rogue One</keyword>: A Star Wars Story on Jio 
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 Director: Gareth Edwards (V) Stars: IMDb: 7.8/10 Description: Jin’s father was abducted to complete the ultimate weapon of destruction known as “Death Star”. When Jin grows up, she joins a team of heroes who aim to steal the blueprint of the death star. What critics say: “Rogue One is largely free of the weight of myth and expectation that were borne by The Force Awakens, and this turns out to be both a good and a bad thing,” said Christopher Orr from The Atlantic.

Weekend Watchlist: Here's what you can binge on Netflix, Amazon Prime and other streaming services

<ul><li>With the industry changing at a rapid pace, throwing a new set of challenges every day, experts are hoping that 2020 will be a game-changer that will help them redefine a lot of rules in advertising, with smarter marketing techniques. </li><li>We spoke to a few industry experts to identify these new opportunities that 2020 will bring forth for the industry and here is what they had to say. </li></ul>2019 was an interesting year -- full of ups and downs for the advertising, media and marketing industry. While we saw <keyword id="618493" type="CITY" weightage="20" keywordseo="digital-marketing">digital marketing</keyword> taking the center stage and brands experimenting with newer formats on the medium, the economic slowdown affected consumer sentiments, and naturally, the industry. However, during this period of tough economy, the industry tried to squeeze out the inefficiencies to make themselves more productive. As we enter 2020, the industry is hopeful to rise to its full strength together. They are all set to reap the benefits of AR and VR, voice, influencer marketing, and much more to stay ahead in the game. We spoke to a few industry experts to identify these new opportunities that 2020 will bring forth for the industry and here is what they had to say: Will Scougal, Director of International Creative Strategy, Snapchat: I don’t think there’ll be one dominant trend but several interlinked trends that have emerged over the last decade all achieving scale and creating real shifts in the way we experience and interact with brands. Over the last few years people have increasingly shifted their attention to mobile and, as they have become more confident navigating the world with their handset, they’re looking for quality experiences. What we’ve seen at Snapchat is that people are choosing to spend time adding a creative layer to their world through AR (Augmented Reality). As this format continues to scale, both on Snapchat and beyond, we are going to see more innovative, useful, and immersive experiences being built by brands embracing the marketing benefits of AR as a full funnel format. In addition to the growing popularity of AR, we are also going to see premium mobile video content gain more viewers. As audiences rise, we can expect to see more quality made-for-mobile shows from studios, publishers, entertainers and brands who are adapting to the mobile mindset of people. Ashish Bhasin, CEO - APAC and Chairman India, Dentsu Aegis Network Asia Pacific: Voice and performance will gain much more prominence than they did so far in the industry. With the emergence of OTT and data rates going down, there is a natural preference towards digitisation amongst younger audience. Equally, voice is so intuitive, it will be naturally driven more and more on a daily basis -- whether you are driving or use some voice assistant on your phone, which will be simplified with time. On the other hand, clients are also under-pressure to deliver results every quarter, hence, they will be far more interested in performance rather than just pure brand-building. Prathyusha Agarwal, Chief Marketing Officer, ZEEL: With consumption across platforms, the most dominating trend of 2020 would be brand and character love that transcends multiple screens. Viewers will share their dining tables and living rooms with our content on television satisfying the craving for anticipation of a new story, the first bite to savour the emotion and relationship with our characters every day. They will then stretch it across multiple screens and interactions binging on it, dipping in, dipping out and gorging on it through time and space. As broadcasters, we need to gear up our backend to tailor-make our content such that it is adept to the multiple platform front-end user interfaces. There is a shift needed from thinking of content development as an uncertain creative process to building a nuanced understanding the cultural core that makes viewers tick, what they want/ need, where do they need it and have the capability to evolve our craft to deliver that. To own multiple screens where stories and characters are loved beyond just television, content creators and curators, will have to manage the share of pie on each of platforms to maximise screen hours. Sameer Saxena, Chief Content Officer and Head of TVF: “For 2020, we will continue to strengthen our partnerships with OTT platforms and brands equally. We plan to venture into new genres like thrillers and romance amongst others. We will also explore non-fiction properties as there isn’t much happening in this space. Our aim is to release around 15 to 20 shows in the year including a few in regional languages starting with Marathi. In addition to new shows we're also planning the second seasons of some of our key shows like ‘Kota Factory’, ‘Cubicles’, and ‘Hostel Daze’.“ Dinesh Chhabra, CEO, Usha International: “The consumer durables sector has shown a consistent growth and Usha International Ltd leads this growth from the front riding on new product launches like the Bloom series and Racer fans, as well as the introduction of a whole slew of colorful new kitchen appliances. During this period of tough economy, Usha tightened its operating belt to squeeze out the inefficiencies to make itself leaner and more productive. Usha believes in keeping the customer at the core of our businesses and hence ensures that all the new products that we have recently developed keeping consumer insights in mind and built to fulfil their needs, thereby transforming their daily lives. We expect the New Year to fuel consumer demand and a stabilization of growth patterns in coming quarters. We, at Usha, will continue in our journey to launch new products and innovative technologies, and improve the depth of our distribution penetration specifically in the geographies which are growing at a GDP growth higher than the national average.” Koshy George, Chief Marketing Officer, Marico Limited: One big trend for me will continue to be digital. You will continue to find a lot more digital adoption because the rates, while they have gone up, continue to be rock bottom in the country. And you will find that a lot of time that consumers spend will move into digital and hence the focus to continue to build brands and invest there will be one big trend that we look at. And as part of that, there are a lot of medium like TikTok that have suddenly come and exploded out of nowhere. We have recently worked with the platform and seen really good results so that'll be an area of focus. Secondly, while the economy has been witnessing a slowdown, there is still a room for a lot of premiumization. And there's a big trend in sustainability that is slowly but surely picking up momentum and is something we will see more of in 2020. Amer Jaleel, Group CCO &amp; Chairman, MullenLowe Lintas Group: I see content saturation coming. We have to start seeing consumers as audiences in the Media Age. Everybody is creating content with ease through apps. While this explosion leads to satisfying the creative urge among people and that surely is a good thing, but coupled with the march of platforms and production, this is leading very rapidly to content fatigue. Once we see our consumers as an audience, we have to account for the fatigue they have to overcome to see the frankly poor quality of brand content that most of us are putting out. The only way marketeers and their brand partners have is to be ahead of and fresher than the content that's being dished out. I can clearly see that the phrase 'break the clutter' is outdated. We will have to preempt all the evolution of what we call clutter and be ahead of the thinking of the clutter makers. Gurmeet Singh, Chairman and Managing Director, Johnson Controls-Hitachi Air Conditioning India: To stand out from the crowd, companies are putting the customer at the heart of everything they do. This has led to the emergence of exceptional customer experiences. Marketing in the modern era has to play a significant role in shaping these experiences. Artificial Intelligence is certainly going to be a game changer driving the marketing landscape in 2020. This Next-gen technology will create new avenues of effective marketing and customer experiences. One of the trendiest topics across the world, both in B2B and B2C spaces, AI is going to take the charge as it holds the power to evolve businesses, accelerate customer experiences and boost sales like never before. Audience segmentation with in-depth understanding of the demand is key to success in any B2B module. Here AI will empower and align business, marketing and sales teams to accurately analyze the demand touchpoints much before a lead generation. This will ensure faster and concrete conversion of leads resulting in enriched customer experiences. Artificial Intelligence can play a significant role in influencing marketing strategies and predicting favorable product and service outcome. With AI things will become faster, easier, more convenient and affordable for business ecosystem to meet the ever evolving customer expectations. New India’s smart customer is globally connected and is curious to explore, experiment and experience. Today, customers are considering exceptional experiences as a critical aspect of their buying decision. In the B2C segment, AI has a huge role to play. It is also the responsibility of businesses and marketers to ethically leverage the power of this impactful tool. Without invading the privacy of customers, AI should aim at significantly providing intelligent and informed customer experiences by equipping marketing and product teams to effectively analyse consumer behavior, acceptance, demand and delivery points. This will ensure a smooth end to end customer journey that is more customized and interactive in the most natural and ethical manner. AI will also support the marketing landscape by enabling powerful and high-impact consumer insights to disrupt customer satisfaction and enhance success factors of product and service innovations. TikTok spokesperson: In 2019, we saw a drastic shift in online content consumption behavior. As the internet continued to democratize, Indians moved beyond the traditional consumption of entertainment content and are now avidly looking at videos to educate themselves on variety of topics such as self-improvement, health, fitness, e- learning languages, among others. In 2020, we foresee this trend to grow, with brands and NGOs leveraging short video formats with platforms such as TikTok. At the same time, given shorter attention spans, it will be critical for content to break through the clutter, be creative, fun and engaging, in order to attract audiences. Shamsuddin Jasani, Group MD, Isobar South Asia: Voice as a technology is coming into its own and is going to be a big trend in 2020. With Hindi as a language being made available on Alexa, it will open up huge opportunities in the future. Secondly, with advancements in technology, augmented reality is going to take off in a big way. And the third biggest trend will again come from the world of vernacular content. Local languages are going to explode as we go into 2020 and you will see more OTT players investing on local languages. Pratik Gupta, Co-founder, FoxyMoron: "2020 will be the year for digitally evolved agencies and digitally involved clients. Hyper-personalization of content through all digital platforms should be the biggest trend this year. Along with the innovation on digital; Voice, OTT, Social, Progressive Web Apps, the use of Hyper-Personalisation are going to be imperative. While the entire ecosystem believes that the consumer does not want to see advertisements, I believe that ads &amp; communication served to an exposed cookie pool at the right time and at the right place is the future. This year we will be working on creating workflows, technologies and teams to cater to this need for brands and consumers alike." Also see: 
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A Russian region dependent on coal power is so polluted that its snow turned black

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